Marlins look to increase revenue with stadium naming-rights, TV deals

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Miami Marlins pitchers Jordan Holloway and Braxton Garrett have both been sidelined after undergoing Tommy John surgery in 2017, but the two have strengthened their bond as teammates during the recovery process.

Miami Marlins pitchers Jordan Holloway and Braxton Garrett have both been sidelined after undergoing Tommy John surgery in 2017, but the two have strengthened their bond as teammates during the recovery process.

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Miami Marlins pitchers Jordan Holloway and Braxton Garrett have both been sidelined after undergoing Tommy John surgery in 2017, but the two have strengthened their bond as teammates during the recovery process.

Miami Marlins pitchers Jordan Holloway and Braxton Garrett have both been sidelined after undergoing Tommy John surgery in 2017, but the two have strengthened their bond as teammates during the recovery process.

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A new initiative under CEO Derek Jeter led by Emily Glass, the Marlins education program is helping minor-league players learn English and develop life skills necessary to succeed in the majors, while also teaching Spanish to English speaking players.

A new initiative under CEO Derek Jeter led by Emily Glass, the Marlins education program is helping minor-league players learn English and develop life skills necessary to succeed in the majors, while also teaching Spanish to English speaking players.

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On Monday, the Miami Marlins officially introduced Cuban star outfielder Victor Victor Mesa and his younger brother, Victor Jr., as the newest members of the team.

On Monday, the Miami Marlins officially introduced Cuban star outfielder Victor Victor Mesa and his younger brother, Victor Jr., as the newest members of the team.

The Miami Marlins, perennially near the bottom of the league in payroll, are making a significant jump up in 2017 to approximately $115 million, a franchise record. At the same time, president David Samson said the team is pursuing multiple avenues to increase the club’s revenue.

The more pressing matter is a naming-rights deal for Marlins Park, which is owned by Miami-Dade County and operated by the Marlins. Samson said the team is still in talks with three companies and he wants a done deal by the All-Star Game, which will be at Marlins Park — or whatever it’s called — in July.

“We cannot figure out which direction we want to go in,” Samson said. “It’s such a long-term decision that I don’t want to make the wrong one.”

Naming-rights contracts vary in price and often last in the range of 25 years. The Chicago White Sox last year sold the rights to their home park, now Guaranteed Rate Field, for a total of $25.1 million through 2029.

The larger potential revenue source for the Marlins is their TV rights. Their current arrangement with Fox Sports Florida gives them about $20 million every year through 2020.

The money associated with local TV deals has exploded in recent years. The Marlins — locked in with FSF — have not been able to capitalize. The large-market Los Angeles Dodgers, for example, are getting a reported $6 billion over 25 years from Time Warner Cable, while even small-market teams are getting three and four times as much as the Marlins.

Club president David Samson made that clear Saturday afternoon at Marlins Park, speaking to the media for the first time since reports surfaced that owner Jeffrey Loria has a tentative agreement to sell the team for...

“I’ve spent as much time in Los Angeles as I do in Miami these days,” Samson said of his talks with Fox. “And I have great respect for Fox and the people there, and I think that they know and we know that our current TV deal is not commensurate with the revenue that should be coming to the team given the content that we’re giving. But that is no fault of anybody’s but mine.”

Both of those sources of income would help the Marlins reach their goal of having a more consistent year-to-year payroll, an aim Samson detailed even while rumors swirl that owner Jeffrey Loria might sell the team — which would thrust into question all of these long-term money questions and plans.

“One of the issues we’ve had as an organization is this sort of up payroll, down payroll, up payroll,” Samson said. “I’d rather it be much more like a carousel than a roller coaster. And I think getting to that point requires more revenue.”

Stanton switches helmets

Giancarlo Stanton said he will use a different type of batting helmet to protect the left side of his face than the one he has worn since he was beaned in 2014.

Instead of a metal cage-like guard bolted onto the helmet that he has used, the new version will have a hard-plastic flap that is an extension of the helmet. He said it is similar to the protective guard Chicago Cubs outfielder Jason Heyward has used since his jaw was broken by a pitch in 2013.

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Stanton’s previous version was stylish, fashioned in the form of a G, but he said the one he will use this season is “kind of easier to keep up with.”

“The other one is more maintenance and more of a preparation,” he said. “The bar will vary in distance from my face. If the helmet falls or anything, it moves and alters more than the [plastic] version.”

Uni watch

The All-Star Game patches that the Marlins will wear on their right sleeves this season are available for sale on replica jerseys and separately. The No. 16 patches players and coaches will wear on their chest in honor of Jose Fernandez are not for sale in either form.